Speakers
Description
This study examines common translation procedures used to translate English SEO (Search Engine Optimization) and Social Media Marketing (SMM) terms into Vietnamese. The study analyzes 152 terms collected from Vietnamese digital marketing sources such as professional blogs, Facebook communities, platform interfaces, and industry webinars. Peter Newmark’s (1988) translation procedures serve as the main analytical framework, while Skopos Theory (Nord, 2018; Reiss & Vermeer, 2014) is applied to evaluate the functional effectiveness of the translations.
The findings show that Through-translation is the most frequently used procedure (28.29%), followed by Functional Equivalent (25.66%) and Transference (16.45%). In addition, many translations combine two procedures, especially Transference + Functional Equivalent and Transference + Through-translation, accounting for 24.35% of the data. The comparison between SEO and SMM terms indicates that SEO terminology mainly uses Through-translation because of its technical and transparent structure. In contrast, SMM terminology relies more on Transference and Functional Equivalent due to its trend-driven and culturally specific characteristics.
The qualitative analysis highlights several translation challenges, including inconsistent terminology, loss of metaphorical meaning, difficulties in adapting persuasive language, and the complexity of Vietnamese address forms. Based on the findings, the study suggests practical implications for translators, ESP teachers, and digital marketing practitioners, and recommends further comparative and longitudinal research.
Keywords: translation procedures, Newmark, SEO, social media marketing, Vietnamese, Skopos theory, ESP.
Biography
My name is Ly Thi Thu Nga. I am currently a lecturer of English at the Faculty of Foreign Languages, Trade Union University. I graduated with a Bachelor’s degree in English from Ha Noi University of Foreign Languages in 1998. I received a Master’s degree in English from Laguna State Polytechnic University in 2009 and a Doctor of Philosophy in Education, majoring in English Language Education, from Cagayan State University in 2018. I have 30 years of experience teaching English to ethnic minority students at both high school and university levels. I would be very pleased and honored to be selected to participate in the VietTESOL International Conference 2026 in Da Nang.
I look forward to networking, exchanging ideas, and gaining valuable experience in English language teaching, especially in the application of AI in education and foreign language teaching at the university level.
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